So what do I mean by the FAB analysis and how do you use it to boost your career? I think the best way to put it comes from Lee R van Vechten who says that in a FAB analysis, you should be able to fill in the blanks for the following sentences:

• Feature: My company offers…
• Advantage: With this, you will be able to…
• Benefit: What this means for you is…

Now, let’s look at some simple examples:

Recently I wanted a gadget or app that would allow me to monitor food intake versus exercise. I wanted a product that I could wear every day, even if it was a business day. The product I eventually found was a Fitbit. So here is my FAB analysis for a Fitbit:

• Feature: The Fitbit offers interchangeable coloured armbands.
• Advantage: With this, you will be able to change the armband to match your clothes.
• Benefit: What this means for you is that you will be able to wear it every day as a  piece of jewellery.

So, that was a simple example to show you what I mean by a FAB analysis. Now I want to give a more relevant example from my own recruitment industry. Let’s say that my client is a company based in the UK that wants to open an office in Switzerland. Unfortunately, they don’t speak German, French or Italian. So I could use this FAB analysis to tailor my sell to them:

• Feature: My company offers consultants who are fluent speakers of English, German, French and Italian.
• Advantage: You will be able to communicate easily with your recruitment experts and be sure they understand what you mean.
• Benefit: What this means for you is that you can hire staff that you need without speaking the local language yourself.

For one last example, I want to take one that will apply to the person who sent in the question. Remember, they were a recent graduate working for a consultancy company who wanted to know how to cross sell their company’s products. So, why would they listen to my podcast?

• Feature: Because Patricia offers advice based on 20 years’ experience in sales and sales leadership.
• Advantage: With this, you will be able to learn practical sales techniques which have been tried and tested.
• Benefit: What this means for you is that you will be more confident in selling your company’s products, knowing that you have the skills to do so, and that it will positively impact your career.

When you are looking at a service offered by someone else in your company, I advise that you create a FAB analysis with them over coffee or lunch, as they are the ones who are the experts on their specific product. Not only will it expand your expertise, but it will also expand your network within your own company.